B2B Social Media Marketing

People follow people

Company pages have poor organic reach and read like press releases. A founder or a technical lead posting something genuinely useful reaches an order of magnitude more of the right people than the same content on the corporate account.

So the programme is built around individuals, with the company page as the credible backdrop rather than the primary channel. That feels uncomfortable to some organisations, and it is simply how the platform works.

Ghost-drafting from real expertise

The objection is always time: your experts do not have any. The answer is that they do not need to write. A thirty-minute recorded conversation every fortnight produces several weeks of drafted posts, which they review and approve.

The material has to come from them, though. Content generated without a subject-matter interview reads as generic industry commentary and does nothing for credibility.

Give employees something worth sharing

Employee advocacy programmes fail when they consist of asking people to share corporate posts. They work when the material is genuinely interesting and the employee gets something out of sharing it: visibility, credibility in their own field.

We produce with that in mind and make sharing frictionless, rather than nagging.

Have a point of view

Recycled industry news is invisible. A defensible position on something contested in your category (a method you think is wrong, a trade-off buyers underestimate, a practice you have abandoned) is what gets read, shared and remembered.

It also filters: the people who disagree were probably not going to buy anyway.